Persuasion’s Zator Creates Shop

Monte Zator, a founding and managing partner of TBWA/Chiat/Day’s The Persuasion Group, has left the shop to form his own marketing ideas company.
Zator, 43, and an unnamed creative partner have set up Zator & Co. in Irvine, Calif. The shop will work with clients on developing and executing ideas, Zator said.
“The company is about marketing ideas that help clients achieve their business goals,” he said. While Zator & Co. will produce ads, it will also assist with other business solutions such as distribution, retail opportunities and using resources efficiently, he added.
A seven-year veteran of TBWA/C/D, Zator in 1996 co-founded retail spinoff The Persuasion Group with Tom Patty, Kim Haskell and Tony Stern. Its clients included Home Savings, Bridgestone Tires and the Nissan/Infiniti regional dealer business.
Zator said his move was prompted by the Nissan dealer business moving to Zimmerman & Partners Advertising, the Ft. Lauderdale, Fla., shop recently acquired by TBWA/C/D parent Omnicom Group. Having worked on Nissan as well as Toyota as national account director/promotions at Saatchi & Saatchi, Zator said he is interested in pursuing an automotive account.